Even better than the real thing - Gen Y's need for brand authenticity (by Joeri Van den Bergh)

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In a world full of staged experiences and marketing storytelling, the new consumer values brands that are authentic. Brand realness has little to do with origin, history or heritage today, it's all about staying true to yourself, being honest, open and transparent. And respect consumers by listening to them in an equally levelled conversation.

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Even better than the real thing - Gen Y's need for brand authenticity (by Joeri Van den Bergh)

  1. 1. joeri@insites.be
  2. 2. joeri@insites.be
  3. 3. KOGAN PAGE marketing book published Feb 2011Joeri_InSites (Twitter)To tease meSqueeze meAnd Please me//UPDATES& BLOG:www.howcoolbrandsstayhot.comJoeri@insites.be www.insites.eu(voor zij die nog mailen)
  4. 4. People ARE brandsand brands should be like people ! joeri@insites.be
  5. 5. joeri@insites.be
  6. 6. The old definition of authenticityORIGIN + HISTORY + HERITAGE = H 20 joeri@insites.be
  7. 7. Some myths about Gen YThey only trust their friends 3/4 but… <- <- Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
  8. 8. joeri@insites.be
  9. 9. 3 advertising strategies that work # 1/ Inclusion #2/ Nostalgia #3/ Irony joeri@insites.be
  10. 10. Irony today…We know that you knowYou know that we knowWe know that you know that we know And so on… joeri@insites.be
  11. 11. CASE “ADI DASSLER”
  12. 12. True? or False?
  13. 13. IRONY KILLED AUTHENTICITY joeri@insites.be
  14. 14. Authentic apparel brands Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
  15. 15. The knowledge of H20 = nihil Origin: 26% History: 23% Heritage: 17% Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
  16. 16. Authenticity? > 15% 10-15% values 5-10% real < 2% without imitation own style years of presencegenuine original quality unique like in the past honest Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
  17. 17. WHAT IS REAL But what is real? joeri@insites.be
  18. 18. The concept of „perceived authenticity‟
  19. 19. Authentic = cool ?Source: InSites Consulting for Levi’s Europe & MTV Networks Benelux
  20. 20. WHAT IS UNIQUE? joeri@insites.be
  21. 21. CASE “APPLE iPOD”° November 1954Regency TR-1I.D.E.A., IndianapolisDr. Heinz De KosterPh.D. of Physics
  22. 22. True? or False?
  23. 23. CASE “APPLE iPOD”
  24. 24. joeri@insites.be
  25. 25. QUALITATIVE 2009 Marrakech – The Evolving Human
  26. 26. joeri@insites.be
  27. 27. YOUR 5 TAKE AWAYS FOR TODAY joeri@insites.be
  28. 28. Try to remember this…1/ H20 = not so relevant to youngsters2/ Perception (and consistency) is reality3/ Don‟t stress old authenticity4/ Warm is the new cool, if it‟s TRUE5/ It‟s good to be a HUMAN even if you are a Prince joeri@insites.be
  29. 29. DEES IS ECHT (COMMERCIEEL) 15 EURO (ipv 24,99 in de échte winkel) NU TIJDELIJK Hand-gesigneerd in blauwe inkt Met de authentieke handtekening van de auteur ! (of ook: “Prince of Wales” if you prefer that one!) joeri@insites.be
  30. 30. The book’s BRAND CRUSH model: how to sustain a brand for Generation Y R²= .57 R²= .62 R²= .74
  31. 31. THANXX FOR YOUR ATTENTIONLink with me: www.linkedin.com/in/joerivandenbergh Or for authentic dirty things check my Facebook xx joeri@insites.be
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